Spirit of Mercedes-Benz AMG Tradition and the brand







Published by Gerald Ferreira Date: January 25, 2013
Categories: Mercedes-Benz, Mercedes-Benz Technology

Tradition and the brand The Spirit of AMG - Performance and exclusivity

  • "Driving Performance" as the brand promise of AMG
  • 2013: the current AMG model range is becoming even larger and more varied than ever

Mercedes-Benz AMG

AMG – around the world, these three distinctive letters embody automotive high performance, exclusivity and dynamic driving enjoyment. AMG was founded in 1967 by Hans Werner Aufrecht and Erhard Melcher in Grossaspach Germany. The image of AMG as the successful performance brand of Mercedes-Benz is reflected in its impressive successes in the world of motorsport and its unique vehicles.

“Today AMG is the technological spearhead in the high-performance car segment of Mercedes-Benz. The AMG brand promise of "Driving Performance" stands for state-of-the-art technology and pure driving excitement,” says Selvin Govender, Divisional Manager Marketing, Mercedes-Benz Cars.

A record - 22 AMG vehicles in 2012 ranging from 310 kW to 463 kW

As AMG moves towards a new era, the model range is now not only larger and more diverse than ever before, but also tailored to the many different wishes and requirements of customers. At the end of 2012, the range comprised of 22 AMG high-performance vehicles with power outputs from 310 kW to 463 kW. The selection of models on offer includes saloons, coupés and SUVs as well as roadsters and the SLS AMG, the first vehicle developed independently by Mercedes-AMG.

By the end of 2013 we expect to see a total of 26 AMG models in the range with power outputs ranging from 260 kW to 552 kW.

Each AMG model is an all-round performance vehicle which excites with unique power delivery, tantalising engine sound, excellent handling and a direct driving sensation. The proverbial exclusivity also comes as standard, as do outstanding quality and precise workmanship. In brief: all AMG models embody the levels of engineering and craftsmanship which are typical of the brand.

An attractive AMG Performance package is also available for a variety of models, enabling the vehicle's dynamism and suitability for race track use to be enhanced even further. Exclusive optional extras from the Performance Studio also allow AMG vehicles to be customised even further ex-factory.

SLS AMG as the first independently developed vehicle

Mercedes-AMG GmbH is firmly anchored in the development processes of Mercedes-Benz and boasts a unique portfolio of high-performance vehicles. As the first vehicle developed independently by Mercedes-AMG, the SLS AMG super sports car was unveiled in 2009.  This iconic sports car proves the impressive competence and passion which exists at the company headquarters in Affalterbach. The spectacular gullwing model was followed in 2011 by the open-top SLS AMG roadster.

This year, the SLS AMG E-CELL will celebrate its market launch: this is the world’s first series production of a super sports car with electric drive.

AMG Performance Studio for unlimited individuality

Anyone looking for something special will also be able to find precisely what they want thanks to the AMG Performance Studio who develops and produces limited numbers of individual AMG vehicles – a trend which is on the increase. In response to customer requests, the AMG Performance Studio also produces one-off vehicles to a high level of hand-finished craftsmanship, while at the same time observing the strict safety standards of Mercedes-Benz.

"Best in class" in terms of fuel consumption, emissions, maximum performance and torque

Mercedes-AMG currently employs a workforce of more than 1000 employees whose professionalism is defined by their pursuit of high performance, precision and efficiency. Every AMG high-performance car promises to provide outstanding performance, exhilarating driving enjoyment and ultimate quality down to the finest detail. As part of the "AMG Performance 50" strategy, every new AMG model strives to be the market leader in terms of fuel consumption and emissions.

“Many AMG vehicles currently enjoy "best in class" status when it comes to consumption, emissions, maximum performance and torque. The new SLK 55 AMG is impressive proof of this: it boasts the world's most fuel-efficient V8 engine featuring the AMG Cylinder Management cylinder shut-off system, a technology inspired by Formula 1,” adds Govender.

Exciting new products for 2013

For the first time in its history, AMG will offer an exciting high-performance vehicle in the compact class.  The A 45 AMG is representative of the ambitious future strategy entitled “AMG Performance 50” leading up to AMG’s 50th anniversary.

Based on a unique model offensive comprising additional high-performance compact cars as well as a number of AMG cars in higher classes featuring highly efficient drive systems, AMG is giving out clear signals for dynamic growth.

“For the first time we will see a GL 63 AMG in range, we expect this model in April.  One of our highlights for the upcoming Johannesburg International Motor Show will be the SLS AMG Black Series - in extremely limited numbers. As sleek as they come, the latest CLA AMG will bring a stylish and sporting close to our 2013 offering,” adds Govender.

AMG Performance Centres

The 270 AMG Performance Centres in 24 countries are designed not only to appeal to potential AMG customers but also to provide high levels of customer care to existing AMG customers.

“Locally we have five Performance Centres;  two based in Gauteng – Bedfordview and Bryanston, one in Tshwane - Hatfield, Cape Town – Century City and KZN - Umhlanga.  Targeted training of AMG sales and service experts by an International coaching partner (conforming to worldwide standards) ensures consistently first-class customer care,” adds Govender.

Commitment to motorsport through Formula 1, DTM and customer sport

With its roots seated firmly in motorsport, the AMG performance brand has been at home on the race track for decades – from its position as the most successful brand in the history of the DTM, through to its global commitment to customer motorsport at the highest level with the SLS AMG GT3.

The AMG brand is also represented in Formula 1 in the 2013 season by the MERCEDES AMG PETRONAS team and the engine manufacturer MERCEDES AMG High Performance Powertrains. In addition, AMG has been providing both the Formula 1 Safety Car and the Formula 1 Medical Car since 1996.

“Exciting new for our Formula 1 fans, our 2013 Formula 1 car will be unveiled on February 4.  The new safety car will be our SLS AMG GT and the Formula 1 medical car will be the C 63 AMG estate,” concludes Govender.